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Index
Cover Title Page Copyright Contents Remembering Eric Ward Acknowledgments Foreword Introduction Chapter 1: A Brief Introduction to Search, Links, and Link Building
A Brief History of Links and Search Engines Enter Google
Chapter 2: What Makes a Website Link-Worthy?
Useful Content Earns Links What Is a Link-Worthy Site?
Chapter 3: Link-Building Campaign Design
Planning Campaign Scope: Six Factors that Impact Campaign Design Hire (or Be) a Link Strategist
Chapter 4: Effective Link-Building Campaign Metrics
Link Building for Increasing Search Engine Rankings Link Building as Market Engagement
Chapter 5: Linkable Assets
Linkable Asset Analysis Common Linkable Asset Categories Identifying Competitor and Other Market-Determined Linkable Assets Identifying and Evaluating Your Existing Linkable Assets
Chapter 6: Link-Opportunity Types
Going From Linkable Assets to Link-Opportunity Types Common Link-Opportunity Types
Chapter 7: Conducting a Link-Opportunity Analysis for Your Keyword Space
Know Your Market-Defining Keywords (MDKWs) Design Queries for Each Opportunity Type Analyzing Your Results and Simple Recalibrations
Chapter 8: Link Prospecting
Traits of an Opportunity Prospector Link-Prospecting Methods Seven Types of Keywords for Link-Prospecting Queries Anatomy of a Productive Link-Prospecting Query Competitor Backlink Prospecting Automating Your Link Prospecting with RSS Aggregation
Chapter 9: List-Scrape Prospecting for Link Builders
List Hunting Brainstorm a Relevant Pitch Scrape the Blog List Outreach
Chapter 10: Prospecting for Blogs and Content Ideas Using Auto-Complete Suggestions
Audience Research: Content Title Analysis
Chapter 11: Qualifying Link Prospects
Qualifying Link Prospects Based on Available Metrics Manually Making Prospect Qualifications Tools for Faster Manual Qualification 55 Link-Opportunity Qualifiers
Chapter 12: What Is Link Trust?
Spotting Signs of Trust How to Get Tier One Links
Chapter 13: Building Relationships
The Preciprocation Concept Building Preciprocated Relationships into Links Develop Your Content Promotion Network (to Tap into Others’ Networks) Overpreciprocating: The Dangers of Always Being the “Platform”
Chapter 14: Analyzing Market Pains to Create Highly Linkable Content
How-Tos, Guides, and Other Informational Wonders for DIYers and Curious Prospects Identifying Linkable Content in Your Market How Reciprocal Links Can Be Viable Linkable Content Can Generate Conversions, Too! Engaging Your Internal Thought Leaders and Subject-Matter Experts Tip-Based Content: How to Research, Scale, and Promote
Chapter 15: Link Acquisition
Designing the Pitch: Before Sending Your Link Acquisition Emails Warmer Relations: Sending “Preciprocation” Signals in Every Email Demonstrating Concern for Their Audience’s Needs Suggesting “Mentions” or “Sharing” Instead of Requesting Links How Much Customization Is Enough for Your Outreach? Sending Your Emails Handling Outreach Responses: Ignores, Accepts, Declines, and Counters Acquisition Tracking: Keeping Tabs on Your Efforts Submission Acquisition: Covering Your Bases Everything You Need to Know about Subject Lines for Link-Building Emails 12 Elements of Irresistible Submission Requests
Chapter 16: Analyzing BuzzStream Data
Key Takeaways Methodology Overall Reply Rate Trends The Impact of Personalization on Reply Rates Campaign Results by Outreach Sender Type Trends of Top Performers
Chapter 17: Putting the Pieces Together: Link-Building Campaign Templates
The Ultimate Resource Aggregation Piece The Group Interview/Survey of Experts and Other Market Participants Question Design: Warning … You Get What You Ask For Your Own High-Quality, Lead-Generating, Brand-Building Content Expert Engagement: The “Writing Assignment” Free Products and Services: Contests, Donations, and Giveaways
Chapter 18: Building Links and Expertise with Guest Post Placement Campaigns
Citation Justification Building Links to Sales Pages Creating “Citability” Recognizing the Practitioner Action Cycle Know Your Audience’s Name Quick Viability Check—“[Target Audience]” + Intitle: “Write for Us” Identify the Volume of Placement/Posting Opportunities Gauge the Quality of Placement Opportunities Quantify the Level of Expertise in Existing Guest-Published Content Gently Cross-Examine the Client Before Signing that Contract Tracking the Outreach Phase’s “Moving Parts” Outreach: What’s Templatable, What’s Not Outreach Execution Advice
Chapter 19: Creating Broken Link-Building Campaigns
Search for Links Pages Scrape Outbound Links from the Pages Check the Status of Each Outbound Link Recheck the Status of Each Dead Link for Final Verification Gather Metrics for the Dead/Unresponsive Pages Review Dead Pages by Hand Pull and Qualify Dead Backlinks Broken-Link Outreach Link Equity Salvage Campaigns
Chapter 20: Bulk Outreach and Link Building
From Link Builder to Email Marketer Lists of Prospects Are Everywhere Create Offers that Work at Scale Write Powerful Pitch Templates Simplify Your Prospect Qualifiers Simplify Your Campaign Success Metrics Educate Yourself on CAN-SPAM
Chapter 21: Local Link Building with Sponsorships
Sponsorships: A Hyper-Local Marketing Channel How Big Brands Measure Sponsorship Success Who’s Already Doing Local Sponsorships at Scale? Campaign Prep: A Few Last-Minute Secrets Sponsorship Prospecting Local Sponsorship Outreach Selecting Sponsorships Sponsorship Fulfillment Maximize the Benefits of Local Sponsorship Local Sponsorship Measurement Know Your Local Branding Limits Local Blog Engagement for Local Links and Visibility The Guide to Local Link Building Via Existing Relationships
Chapter 22: The Link Buying Guide
Why Buy Links? When the Money Changes Hands Time Limits and Link Rentals Discovery Phase: Finding Good Link Partners Due Diligence Outreach Negotiation Follow Up Checking the Code Monitoring the Links
Chapter 23: Link-Building Lessons from Our Peers
Understanding Orphans and Silos Infographics, Links, and Linkbait Detecting Link Manipulation and Spam with Domain Authority Using Paid Search to Support Link-Building Efforts Directory Links: Are They Worth It? Five Top Link-Building Tips Filthy Linking Rich and Getting Richer!
Chapter 24: Epilogue Resources
Link Building and SEO Glossaries
About the Authors Index The Digital Marketing Handbook: A Step-By-Step Guide to Creating Websites That Sell
Cover Title Page Copyright Chapter 1: Choosing Your Online Business Model
Central vs. Hub-and-Spoke Model Single-Topic Content-Rich Site for Enthusiasts The Agora Model Needs Assessment Model Funnels Launches Membership Sites
Contents
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